- American Express Global Business Travel is launching its first-ever brand campaign, tagged “Great Ideas Travel,” to reinforce the notion that the best business ideas are the result of in-person meetings.
- Amex GBT is a software and services company providing assistance with travel, expenses and meetings and events, largely for businesses. The company serves 20,000 customers across 180 countries.
- The new campaign, developed by Droga5 London, positions Amex GBT as a strategic partner for businesses in helping them move their ideas forward.
The “Great Ideas Travel” campaign is anchored through a television spot that uses relatable human experiences to highlight how business travel sparks new ideas and connections for businesses that could never happen through a screen or a piece of paper. The spot depicts a man and a woman inspecting a line of t-shirts on a group of mannequins to clear them for production. As the woman inspects the bottom hem of one of the shirts, she is struck with an idea: “What if we started making pants?” (The mannequins, in fact, aren’t wearing any.) A voiceover offers the payoff, “Being there makes all the difference.”
“We’ve partnered with Amex GBT since 2023, and it’s a proud moment to see the campaign and the new global brand identity out in the open,” said Bill Scott, CEO Droga5 London, in a statement. “We’re telling the Amex GBT story in a new way. ‘Great Ideas Travel’ brings humanity and a rallying cry to the travel industry – we all know it’s hard to beat being together in person.”
The campaign will run across TV, social media, digital and out-of-home, as well as at Amex GBT’s owned channels and event activations.
